JWT London creates an edible Mr Kipling poster

Following on from the launch of the new Mr Kipling Life is Better with Cake work, JWT London has created the world’s first poster made entirely out of cake.

The public were able to eat the poster, outside Westfield, Shepherd’s Bush on the 4 September.

Made from 13,360 Mr Kipling cakes, the edible poster is part of a wider brand re-launch of Mr Kipling by JWT. The new ‘Life is Better with Cake’ campaign aims to remind us all just how much happier cakes make us.

Lisa-Jo Harvey, Senior Brand Manager, Premier Foods said “We can’t think of a better way to show people that life is better with cake than to create an edible poster made out of thousands of our exceedingly good cakes.”

David Masterman, Creative Director, JWT London explains “If Mr Kipling himself was doing a poster, he’d make it out of cake.”

Other agencies involved in the wider campaign include digital agency Outside Line, Media agency Carat and Cirkle for PR.